If current trends continue, marketing will be less and less about driving engagement, and more and more about proving ROI for the entire company.
In 2012 I suggested that digital analytics had changed in such a way as to merit a new name more reflective of the emerging mix of multi-channel analytics in the digital marketing domain. I called it "convergence analytics."
Since that time, convergence analytics has taken on a life of its own. Here are the top five facts you should know about it right now:
We are witnessing the early phases of an important new set of imperatives for marketers: they will have more ownership, more data, more responsibility, more influence, and more accountability. It's a time where marketing, driven by measurement, becomes much more central to the organization itself. If current trends continue, marketing will be less and less about driving engagement, and more and more about proving ROI for the entire company.
Organizations may or may not accept this; and may elect to create new roles and responsibilities (or reorganize existing roles) to get ahead of the curve. But convergence analytics will, in all likelihood, prove a disruptive force and everyone involved with digital marketing (and beyond) will find themselves needing to adapt.
Incisive Media (the publisher of ClickZ) is publishing my co-authored report on the convergence analytics industry this March, and there will be a panel session at SES New York called "The Dawn of Convergence Analytics." It promises to be a lively session. Register here.
Convergence image on home page via Shutterstock.
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Andrew is a digital marketing executive with 20 years' experience servicing the enterprise customer. Currently he is Managing Partner at Efectyv Digital, a digital marketing consulting company, and Managing Partner at Technology Leaders, a web analytics consulting firm he founded in 2002. He combines extensive technical knowledge with a broad strategic understanding of digital marketing and especially digital measurement, plus hands-on creative in the form of the written word, user-experience and traditional design.
His practice is dedicated to building customers' digital marketing success and helping them save money during the process.
He is a writer, a public speaker and a visual artist as well.
His book "Digital is Destroying Everything—and What Comes Next" will be published by Pearson in the Spring of 2014. He writes a regular column about Analytics for ClickZ, the 2013 Online Publisher of the Year. He wrote the groundbreaking "Dawn of Convergence Analytics" report which was featured at the SES show in New York, and the second report in the series will be featured at the same show in San Francisco.
In addition to speaking at SES, he has presented at eMetrics; and his session was voted one of the top ten presentations at the DMA show in Las Vegas. He is speaking again at the DMA in Chicago in the fall of 2013.
In 2004 Andrew co-founded the Digital Analytics Association and is currently a Director Emeritus. He has designed analytics training curricula for business teams and has led seminars on digital marketing subjects.
He was also an Adjunct Professor at The Pratt Institute where he taught Advanced Computer Graphics for 3 years. Andrew is also an award-winning, nationally exhibited painter.
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